Apple’s Fuzzy Feelings festive film showcases the power of creativity

The heartwarming spot from TBWA\Media Arts Lab follows friendship slowly blossoming between a grumpy boss and creative recruit

Georgie Moreton

Deputy Editor, BITE Creativebrief


Showcasing the power of creativity and connection, Apple’s ‘Fuzzy Feelings’ festive film follows the story of a grumpy boss and his talented, yet increasingly disconnected, employee.

The heartwarming spot combines elements of stop-motion and live-action, as audiences follow the story of an employee who takes her frustrations out on her mean boss by creating felt stop-motion films of him in unfortunate festive situations.

The film begins with a stop-motion animated scene where a felt man can be seen walking through wintry streets, stumbling upon an unfortunate situation with a charity collecting Santa. The camera zooms out to reveal the creator of the animated film, a young woman using an iPhone 15 Pro Max to capture her stop motion project and a MacBook Air with M2 to edit it.

Audiences learn that the woman is an office worker by day and a stop-motion artist by night, and is using her creative craft to release her frustrations. As her boss subjects her to work late at night, or shakes his head at her for being late, the woman in turn creates humorous festive unfortunate situations in which her fuzzy felt creation of her boss falls in the snow or gets tangled up in Christmas lights.

However, the heart warming spot shifts when the woman begins to see her boss in a different light. After leaving her a present on her desk and eating alone in a bustling restaurant, the woman shifts her perspective. She instead creates a fuzzy film in which her boss is gifted with a new puppy. Then in real life she makes the choice to sit with him during lunch, showcasing the importance of connection and how craft and creativity can make the world a little kinder at Christmas.

The film was created with the help of Lucia Aniello, Director of ‘Hacks’ and Stop-Motion Animator and Director Anna Mantzaris.

By making use of Apple products to showcase the brand as a facilitator of creativity, the heartwarming Christmas tale leaves audiences with a message of kindness, and warm, fuzzy festive feelings.